Designing Through Customer Insight
As a Certified Practitioner from the LUMA Institute I facilitated Design Thinking workshops to identify projects’ pain points and uncover design opportunities.
The American Airlines app refresh
A test was conducted to measure customer relationship with the current app.
User satisfaction was generally positive
…but some participants struggled with navigating the app. Lack of relevant content also stood out as a missed opportunity to connect with customers.
Team members were asked to identify stakeholders that should remain prevalent in the redesign.
The online collaboration tool Miro was used to conduct exercises remotely during the pandemic.
Stakeholders were then grouped and prioritized using a dot voting exercise.
Day-of -travel information as well as flight booking and loyalty programs confirmed the team’s insights about user needs.
Outcome
Design concepts helped introduce faster user enrollment, a simpler navigation and new ways to promote content.
